Mandate

Performance Marketing + Customer Acquisition

Brief and background

IndigoLearn was founded in 2016 with the objective of providing online classes to CA aspirants. They aimed to make learning as interactive as possible with engaging visual content alongside strategic understanding of core aspects of accountancy.

IndigoLearn had already been running ads and uploading content on a regular basis on Youtube, when they reached out to us to help them scale their customer acquisition process and improve the overall ROAS. Youtube and Google were identified as focus channels as they had already built an audience on these platforms. The presence of big-name competitors and local players combined with an acquisition strategy which was still in its initial stages of development, meant that this was going to be a challenge, which further incentivized us to join hands with IndigoLearn!

Objectives

Increase overall
website traffic

Scale conversions
month-on-month

Success story

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Products used

Carousel Ads

Video Ads

Instagram Story Ads

Dynamic Ads

Approach

  • The content previously created for Youtube by IndigoLearn was available at our disposal. We used that to create micro videos aimed at leveraging individual courses and their offerings
  • Once we narrowed down on the best performing courses, we proceeded to create custom audiences and custom intent audiences to cross-sell other courses to the audiences that were of high value
  • We also resorted to using RLSA via custom remarketing audiences created to drive conversions on the search network
  • Youtube live was used extensively at least twice a month to understand the questions that the audiences have with regards to both specific courses and overall preparations. Fresh content was then created on the back of the learnings we gained

Results

Month 1

ROAS of
6.55

Month 2

ROAS of
9.56

Month 3

ROAS of
6.76

Month 4

ROAS of
6.56

Month 5

ROAS of
3.5

Month 6

ROAS of
6.7

Month 7

ROAS of
12.52

Month 8

ROAS of
10.11

Month 9

ROAS of
7.11